Fake Fans:

A Huge Social Media

Mistake

Andrew Grill@AndrewGrill

Global Partner, Social Business @IBM

Channel 4: “Celebs, Brands and Fake Fans”5th August 2013

social.bz/fakefans

Social media is just like real life!

“Social media is the

best piece of market

research you never

commissioned”

Customer Decision Journey - old

June 2009 issue of McKinsey Quarterly, David Court social.bz/cdj

The loyalty loop exists as a result of the social channel

June 2009 issue of McKinsey Quarterly, David Court social.bz/cdj

Customer Decision Journey - new

http://lc.tl/bmf

BBC 3: The revolution will be televised Episode 4

“Can I Be your friend?”

social.bz/bmf

social.bz/cbp

Peter Steiner published by The New Yorker on July 5, 1993

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@SantiagoSwallow

social.bz/faker

15social.bz/faker

16social.bz/faker

social.bz/faker

social.bz/faker

Top Tips

• Don’t buy followers and likes

• Don’t game the system – we’re watching

• Build genuine fans and your audience will

follow

• Treat social as a conversation not a

channel

• The “pub test”

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Let’s Connect!

Andrew Grill@AndrewGrill

Global Partner, Social Business @IBM

Contact via grill.im